Dive summary:
- Alliance marketing is a term and practice developed by Matt Ackerson, the founder of PetoVera, that involves two companies with the same target audience forming a formal alliance to market their products.
- The alliance is formed to help both companies cross promote each other increasing both party's reach.
- To get started in alliance marketing there are three clear steps 1) Define who in your network (non-competitors) has customers in and around the market you are targeting, 2) Decide how to manage your marketing alliances, 3) Track results.
From the article:
"If you organize your alliances well, you can effectively add it to your marketing mix in only a few minutes per day or 20-30 minutes per week. You create content (which you’re already doing), you share it with your allies, and they help you. You check for what relevant content they’ve created and want help promoting, and you re-share it. Everyone wins — and your offline relationships get a boost too."
